Category: Titanium and Integrated
Advertiser: ZOO RECORDS
Product/Service: ALTERNATIVE MUSIC STORE
Agency: LEO BURNETT
Date of First Appearance: Mar 31 2011
Executive Creative Director: Connie Lo (Leo Burnett Hong Kong)
Group Creative Director/Art Director: Brian Ma (Leo Burnett Hong Kong)
Creative Director/Copywriter: Alfred Wong (Leo Burnett Hong Kong)
Creative Director/Copywriter: Wen Louie (Leo Burnett Hong Kong)
Copywriter: Joey Chung (Leo Burnett Hong Kong)
Art Director: Kenny Ip (Leo Burnett Hong Kong)
Art Director: Nicky Sun (Leo Burnett Hong Kong)
Account Manager: Kennie Chung (Leo Burnett Hong Kong)
Project Manager: King Ho (dothub)
Media placement: Direct Mail - Free Tickets Distribute On The Street - 31 March 2011
Media placement: Online - Facebook / Twitter - 24 March 2011
Media placement: Mobile Video - Mobile Live Broadcast - 31 March - 3 April 2011
Describe the campaign/entry
There’s no space for alternative music in Hong Kong. No media support, no live venues, no money for rent. That makes things like music festivals all but impossible. As Hong Kong’s most celebrated alternative music store, Zoo Records revealed the hidden sound of indie bands to the public last year. This year, we decided to go even further by bringing them to you…live.
Describe how the campaign/entry was launched across each channel in the order of implementation
Finally, we found space for them to perform live, the 6 square inches of your mobile phone.
1 week before the event, Zoo Records and participating bands announced the music fest through Twitter and Facebook. 2 hours before the concert, free tickets became available at renowned chain stores and Facebook. When scanned with a mobile phone, your mobile screen turned into the venue for the world’s first mobile music festival.
8 bands performed over 4 nights, with live online chat and comments for audiences. They could buy albums directly from their phone, and share them across social media.
Give some idea of how successful this campaign/entry was with both client and consumer
More than 10,000 attended the festival each night, and countless more got involved as concert clips were shared on Facebook, Twitter, YouTube and personal blogs. Zoo Records sold out 80% of the albums for those 8 performing bands. But most importantly, alternative music came alive at tens of thousands of venues all over Hong Kong.